Impressions are up. Clicks are down. Rankings haven’t moved. If that describes your last Search Console export, you don’t have a content problem or a technical problem. You have a SERP that no longer sends you the clicks your positions used to earn, and the playbook you’re running was built for one that did. Five shifts are restructuring how search visibility works right now. Each one builds on the one before it, and each one comes with work you can start before Q3 planning is finalized. 1. Don’t Treat Organic CTR Decline as a Seasonal Dip AI Overviews and zero-click results are absorbing clicks on queries where your positions are stable. If you’re reporting blended CTR, one metric is combining two different losses: clicks lost to AI Overviews on queries you still rank for, and clicks lost to competitors who now outrank you. Each requires a different fix. How to Find Out If AI Overviews or Competitors Are Taking Your Clicks The diagnosis starts in data you already have.…